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+38%

organic traffic

Case studies > Towergate Insurance

Record-breaking YOY organic growth for popular insurance provider

SEO fundamentals and content relevance drives 21% increase in lead volume

+ 0 %
Organic Traffic
+ 0 %
Conversion Rate

Industry

Financial services

Services

SEO

A UK based insurance broker, Towergate work with leading providers to offer over 200 specialist policies designed for businesses, properties, passions, and most things in between.

With 100 offices nationwide and a 4,000 strong team, they find competitive cover options for their customers that are often bespoke to their specific needs rather than ‘off-the-shelf’.

The challenge

Continue to build on the momentum of year on year organic growth for Towergate Insurance, which has been sustained since our relationship began in 2014.

The solution

With a history of successful link building campaigns, we pivoted our approach in 2018 to revisit the SEO fundamentals in terms of technical foundations and content relevancy. This positioned us in line with Google’s accelerated focus of trying to better understand and satisfy search query intent within its results. In practical terms this meant:
  • Expanding existing product pages to cover the full breadth of Towergate’s offering
  • Consolidating and improving existing content to eliminate keyword cannibalisation and duplication conflicts, whilst extending targeting to capture as much traffic as possible
  • Creation of guide content to help provide more informational material for prospective customers
  • Reviewing and rebuilding both article and enquiry form templates to work harder at converting traffic
  • New hero content to build authority in specific target areas, supported by on-going tactical link building

Whilst the primary focus of 2018 was on technical and content opportunities, Builtvisible still acquired 107 new links to the domain. These links were developed using a combination of content-less tactics e.g. resource pages and converting un-linked brand mentions, as well as the launch of our ‘Art of Food Photography’ campaign that pitched an amateur and expert food photographer in a fierce battle to see who could make the most appetising photos:

Featuring an expert gave the creative piece another unique hook and resulted in high profile coverage including the likes of the Daily Mail and the Independent.

Builtvisible maintained its weekly on-site presence at Towergate’s headquarters which has been instrumental in the execution of the recommendations raised. Our presence allowed for an open and active channel of communication between key stakeholders, developers, content and PR teams, helping to manage limited internal resource effectively and efficiently.

 

Don't just take our word for it!

“Working collaboratively with Builtvisible, we were able to identify opportunities for improvement within our existing content and establish a strategy for 2018 that best leveraged both our internal and their external expertise. Adherence to this approach in 2018 resulted in record levels of organic traffic and leads – which have continued into 2019!”

Keith Mowbray, Head of Digital Marketing, Towergate